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Angebot und Nutzung von Videos in Online-Shops : Ein Forschungsprogramm zur multimedialen Bewegtbildkommunikation im Electronic Commerce. Supply and Demand of Videos in Online Shops : A Research Program on Multimedia Communication in Electronic Commerce

  • Sven Pagel


    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Sebastian Goldstein


    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Bernd Janßen

    (Department of Economics of the Duesseldorf University of Applied Sciences)

  • Abdolkarim Sadrieh

    (Department of Economics of the Duesseldorf University of Applied Sciences)

Electronic commerce in Germany is getting more and more popular as growing sales figures show. The missing possibility to touch and try products during the buying process is one of the big disadvantages of online shops. Integration of multimedia information is an apporach to a solution. By this, online shopping could be more of an event. In order to identify elements of multimedia communication in electronic commerce a quantitative content analysis of 107 online-shops was applied. For 61 multimedia elements the positions within the online shops were identified. This data was used to construct six ideal-typical website templates. In a subsequent unveiling and eyetracking test these ideal websites were shown to 33 test persons in order to identify and analyse rules of usage.

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Paper provided by Duesseldorf University of Applied Sciences in its series Duesseldorf Working Papers in Applied Management and Economics with number fobe16.

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Length: 41 pages
Date of creation: Dec 2010
Date of revision:
Publication status: Published in Forschungsberichte des Fachbereichs Wirtschaft der Fachhochschule Duesseldorf ; 2010,16 ; ISSN 1866-2722
Handle: RePEc:ddf:wpaper:fobe16
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